While live sports were previously available on Apple TV in apps from ESPN and the National Basketball Association, the new additions to Apple's own app enable features like sending alerts to connected iPhones and iPads when a big game is about to start or when a user's favourite teams are locked in a close game.
For Amazon, this was a week of war and peace.
"Given this lack of reciprocity, we are no longer supporting YouTube on Echo Show and Fire TV", Google said in an email on Tuesday.
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In a statement, Google said, "Amazon doesn't carry Google products like Chromecast and Google Home, doesn't make (its) Prime Video available for Google Cast users, and last month stopped selling some of (our sister company) Nest's latest products". Apple Inc., meantime, said Amazon Prime Video would become available as an app for Apple TV by the end of the year, but it hasn't yet been released. All you have to do is head over to the App Store on any Apple TV and then log in with your Amazon credentials. Amazon on its part is trying to sort things out with Google.
A feud between two streaming rivals is easing up.
Ostensibly, Google and Amazon run different types of businesses.
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Google is hoping to pressure Amazon into selling Google's products by taking away access to the world's most widely watched video service.
At this point, it's easy to see why Amazon wouldn't want to support Google's products, and vice versa: Each company is using hardware to fortify themselves while attacking their rival's core business. Amazon's high-end Echo Show has a screen that can display video.
By comparison, Apple isn't as much of a threat to either company.
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Roku's market-leading streaming players are sold through Amazon. Both have also been pushing their own video and music-streaming services as well as competing video-control platforms. With this, you'll be able to connect to your broadband through your TV and stream movies as well as view your picture and videos stored on your iCloud. There's room for both Amazon and Apple to thrive, especially since video is just one facet of Amazon Prime. They say Amazon is not playing fair with Google.